About Us

Jeffrey Cella
President and Chief Executive Officer

Jeff has worked in the commercial lending business for over 30 years, many of those years as a commercial lender for various regional and national banking institutions. He has underwritten many types of commercial loans from small balance real estate loans to large multi-million dollar commercial and industrial projects. Jeff started his first private equity fund in 2011 with the Conquest Fund targeting the residential real estate investor looking for purchase and rehab loans. The company has a solid track record of performance generating over $32 million in loans, totaling over 340 projects since that time and never missing an interest payment to any investor.

He has always believed that the ability to invest in private investments should be available to everyone, not just accredited investors. With new SEC rules allowing all investors to partake in these investments, Jeff decided to create a new offering to invite everyone to participate in this exciting opportunity. He also wanted to widen the scope beyond purchase and rehab loans. Together with his partner, they have created a new offering designed to attract not just the small balance real estate investor, but also commercial bridge financing opportunities.

Jeff is a graduate of Kutztown University holds Bachelors of Science degree in Economics.

Jeff brought the same high level service, professionalism and integrity to the private equity business as he did with his banking career with a focus on outstanding service and attention to detail. In addition to his many years of lending experience, he is also a real estate investor and owns several single family and multi-family investment properties. He has the real life experience to understand the needs of the real estate investor while protecting the financial interests of the investors.

Judy Hall
Vice President of Lending

Judy has over twenty years’ experience in the mortgage industry. She has managed branch operations for national residential and commercial lenders in Pennsylvania, New Jersey, and Florida. Throughout her career, she has received numerous awards and was highly rated for her business generation efforts by leading sales teams, surpassing production goals, and providing superior customer service.

As Director of Lending Operations at Conquest Funding, Judy brings this same high level of premium service and attention to detail in all phases of the loan process that has typified her mortgage lending career. Judy’s strong negotiating skills have resulted in her ability to overcome the challenges presented by complex borrower/lender scenarios. Her in-depth knowledge and boundless passion for the lending business has earned her an outstanding reputation in the mortgage industry.

Judy also has extensive knowledge of legal issues involving lending and title insurance. She has worked in the title insurance industry and received her Paralegal Certification from Muhlenberg College.